Using data from Google Analytics, we look into factors that are associated with article and Ask an Expert (AaE) page views. Specifically, we utilize Google Analytics data from April 2009 – April 2012 and available Page Analytics (http://pageanalytics.extension.org/) in the personal finance or Financial Security for All (FSA) Community of Practice (CoP) areas. Top 25 articles and AaE with the highest page views per month will be selected to look for similar characteristics among these webpages. At the macro level, we will be exploring relevant statistics to our CoP such as search engine utilized, top search keywords, traffic sources, traffic referral, and mobile device access. We will be also be looking into the tendency of page hits associated with the following factors: newsletter, curriculum, number of words, topic (tag) , average Google search entrances per week, age of the article, and its seasonal nature (month, quarter). We share result implications and limitations based on the results of this study.

1. Where are We Getting the Online Hits?
A Google Analytics Study on Personal
Finance Online Publications in
eXtension
Fahzy Abdul-Rahman
2013 ACCI
April 11, 2013

2. Motivation
• What are getting the hits? Factors?
• What GA information tend to be highly useful?
– Extension.org is non-profit organization
– Many of the GA information pertain to
information measurable in $ (e.g. sales,
donations)
• Conversion rate (more later)
• AdWords
• Application to Personal Finance CoP

3. First Steps
• Introduction to Google Analytics
• Installing the Google Analytics
Tracking Code
• Working with Report Data
Interpreting Reports
• Pageviews, Visits, and Visitors
• Time Metrics
• Traffic Sources
• Content Reports
Fundamentals
• Account Administration
• Campaign Tracking and AdWords
Integration
• Analysis Focus - AdWords
• Goals in Google Analytics
• Filters in Google Analytics
• Regex and Google Analytics
• Cookies and Google Analytics
• E-commerce Tracking
• Domains and Subdomains
In-Depth Analysis
• Advanced Segmentation
• Analytics Intelligence
• Internal Site Search
• Event Tracking and Virtual Pageviews
• Additional Customizations
Google Analytics Overview

4. FSA CoP
• Financial Security for All (FSA) Community of
Practice (CoP)
• Led by 10-15 Extension professionals
• Develop resources; provide peer-reviewed Frequently Asked
Questions and Featured Resources; answer Ask the Expert
questions; and created online learning lessons
– Lessons: Bankruptcy Education and Investing for Farm Families
• Consumers a source of reliable and up-to-date financial and
consumer information through a knowledge base of
commonly asked questions that have science-based, peer
reviewed answers.

5. Goal
1. To share our Community of Practice’s (CoP’s)
experience on how we have been using
Google Analytics (GA)
– As non-expert users
2. To share preliminary findings on items that
tend to get more hits
– Write eXtension publications with these factors
in mind without sacrificing quality

6. • Shared with NIFA-USDA
• Reports, grant applications
• Monthly CoP Meetings
– Unusual activities
– Top hits
– Accessed Webinar recording
– CoP annual report
How have we used GA results?

7. Where are the hits coming from?

8. Historically
eXtension - ALL
FSA

9. FSA Visitor’s Tendency
• Visitors Flow, 2012

10. Frequency & Recency 2012

11. Engagement

12. Top Devices (ranked from most): Apple iPhone, Apple iPad ,
SonyEricsson LT15i Xperia Arc ,Apple iPod Touch ,Motorola DroidX ,
HTC EVO 4G
* Apple products of different versions lumped together
Personal Finance
Mobile Devices

13. Traffic Source
Source/medium Visit
1 google / organic 68,843
2 (direct) / (none) 25,021
3 bing / organic 10,616
4 yahoo / organic 9,294
5 google.com / referral 3,348
6 lifehacker.com / referral 2,026
7 genxfinance.com / referral 1,680
8 ask / organic 1,668
9 ag.ndsu.edu / referral 1,418
10 studentaid.rutgers.edu / referral 1,096

14. Traffic Keyword
Keyword Visits % Visits
1 (not provided) 14,917 16.09%
2 smart goals 977 1.05%
3 what is fica tax 429 0.46%
4 what is fica on my paycheck 417 0.45%
5 myplate 2011 369 0.40%
6 u s savings bonds rates 357 0.39%
7 fica exemption 322 0.35%
8 fica exempt 298 0.32%
9 rmd rules 298 0.32%
10 extension 286 0.31%

15. Regression Analyses on Hits
• Data from Google Analytics
• Many readily available from FSA CoP efforts (e.g.
tagging)
• Sample
– E.g. This report is based on 499,411 visits (6.28%)
• Hits = Reading = Comprehension = behavior
change?
– Print one and make copies
– Hit a page and stayed on that page while attending
other oncoming matters
• Cookies block

16. Overall Hits for “personal_finance”,
04/2009 – 04/2012
• From top 25 “all time” pageviews:# Page Title Pageviews
Unique
Pageviews
Avg. Time
on Page Entrances
Personal Finance – eXtension 49,211 34,521 0:00:52 25,098
1 Investing for Your Future - eXtension Learning Lessons 25,735 20,387 0:01:33 18,669
2 How can I replace a lost birth certificate? – eXtension 17,936 16,759 0:04:51 16,727
3
What is the FICA tax that is taken out of my paycheck? -
eXtension 16,568 16,074 0:04:31 15,915
4 Organize Your Important Papers - eXtension 16,297 13,655 0:02:36 12,366
5
Financial Security: Managing Money in Tough Times –
eXtension 13,782 8,132 0:00:58 5,283
6 Investing Unit 1: Building Blocks - eXtension 11,809 8,785 0:01:55 3,071
7 Financial Security: Glossary - eXtension 11,347 2,037 0:00:31 620
8 Teaching Children Coping Skills - eXtension 9,899 9,262 0:02:20 8,833
9 Financial Security: Glossary - eXtension 9,613 1,082 0:00:36 700
10
Financial Security: Managing Money in Tough Times -
eXtension 8,849 4,456 0:00:54 2,769
11 Investing for Your Future - eXtension 8,674 6,684 0:01:45 6,207
12 Investing for Your Future - eXtension Learning Lessons 8,244 6,111 0:01:45 5,459
13 SMART Financial Goal-Setting - eXtension 8,180 4,520 0:01:39 4,153
14
Who is exempt from paying the FICA tax in the United
States? - eXtension 7,703 6,541 0:03:24 6,525

17. Overall Hits for
“personal_finance”
# Page Title Pageviews
Unique
Pageviews
Avg. Time
on Page Entrances
15
What is the Required Minimum Distribution (RMD) rule for
tax-deferred retirement plans such as IRAs and 401(k)s? –
eXtension 7,177 6,780 0:03:46 6,525
16
How long should you keep monthly utility bills such as gas,
electricity, water, etc. for your home? I have heard a year,
and that is what I am starting to do in a notebook with
dividers for each month. Is there any point in keeping these
records any longer? - eXtension 6,939 6,780 0:02:51 6,700
17
Financial Security: Managing Money in Tough Times -
eXtension 6,477 3,947 0:01:01 2,387
18
Organize Your Important Household Papers: Print this
Lesson - eXtension 6,095 4,854 0:03:32 4,106
19
Even Frost-Free Outdoor Faucets Can Freeze, Break -
eXtension News 6,032 5,729 0:03:14 5,729
20 Investing for Your Future - eXtension Learning Lessons 5,968 4,981 0:01:35 4,663
21
Financial Security: Managing Money in Tough Times -
eXtension 5,872 3,055 0:01:05 1,782
22 Financial Security: Retirement Planning - eXtension 5,729 3,644 0:01:37 668
23
What's the best peer-to-peer music download software? -
eXtension 5,618 5,490 0:02:07 5,490
24
How long should you keep Explanation of Benefit
statements from insurance companies, including Medicare?
- eXtension 5,268 5,029 0:03:19 4,965
25 What is a self-proving affidavit? - eXtension 5,061 4,774 0:02:50 4,726

18. Overall Flow
• From top 25 all time pageviews:
– 17 are pages
• Pages could be curriculum, articles, monthly messages,
glossary
• Average time = 1:41 min
• Tend to be simple. E.g. introduction pages
– 8 are FAQs
• Average time = 3:27 min
• Higher complexity: Longer, comprehending questions and
answers
• “How can I replace a lost birth certificate?” is #2

19. Results by Page Categories
• Articles
• Glossary Terms
• FAQs

20. FOR ARTICLES
Result

21. Article Top Tags
• 63: personal_finance_research_summaries,
• 52: financial_security:_legal_topics,
• 38: financial_security:_financial_planning_process_research,
• 36: financial_security:_managing_money_in_tough_times,
• 34: cop,
• 32: financial_crisis,
• 31: financial_security:_saving_and_investing_research,
• 31: disasters,
• 29: financial_security,
• 26: financial_security:_consumer_credit,
• 24: financial_security:_consumer_education_research,
• 24: financial_crisis_and_individuals,

22. Title Date Published
Average
Google
Search
Entrances
Average Page
Views per
Week
Investing for Your Future 8-Jan2010 47.2025 319.949
Financial Security: Managing Money in Tough Times 29-Jun2010 17.4177 192.076
Organize Your Important Papers 19-Feb2007 84.6329 169.215
Investing Unit 1: Building Blocks 15-Oct2009 5.02532 94.0127
Teaching Children Coping Skills 10-Sep2008 56.4051 93.2405
Financial Security: Glossary 14-Feb2007 1.86076 91.7848
SMART Financial Goal-Setting 19-Feb2007 33.6582 89.5443
Deciding Which Bills to Pay First 24-Jun2010 25.2658 87.6962
Organize Your Important Household Papers: Print this
Lesson
28-Sep2007
15.2532 72.6582
Financial Security: Retirement Planning
10-
Mar
2010
2.17722 61.3418
Coping With Stress 10-Sep2008 24.4177 54.0253
Household Filing System 31-Jan2008 24.8987 49.4684
Investing for Farm Families 14-Oct2009 6.59494 47.1266
Investing Unit 1: Wealth Protection 28-Jul2008 0.417722 45.2785

23. Title Date Published
Average
Google
Search
Entrances
Average Page
Views per
Week
Investing Unit 1: Wealth Protection 28-Jul2008 0.417722 45.2785
Organize Your Important Household Papers:
Introduction
5-Apr2009
5.46835 41.924
Financial Security: Estate Planning 27-Jan2009 1.67089 41.6203
Financial Security: Consumer Credit 2-Apr2011 2.17722 41.3671
Sizing Up Your Financial Situation 24-Jun2010 2.5443 40.8861
Financial Security for All Learning Lessons
10-
Nov
2006
0.531646 40.8354
Investing Unit 2: Investing Basics 12-Feb2009 0.367089 40.6582
Financial Security for All Debtor Education 19-Apr2010 2.73239 40.2817
Financial Security: Children and Money 11-Jan2011 2.05063 39.8101
Dealing With Collection Agencies 8-Dec2009 22.2763 37.4737
Accepting Your Feelings 25-Jun2010 17.4937 36.2532
How Does a Credit Card Work?
11-
Nov
2009
27.9494 34.7722

24. Log(Average Page Views per Week)
Log(Average Hits/Week) (1) (2) (3) (4)
Intercept 0.82517 1.585*** 1.358*** 1.523***
Log(Average Google Search
Entrances)
0.634*** 0.609***
Age of Article (Days) -0.0006*** 0.0002* -0.0007*** 0.000193
Number of Tags 0.140*** -0.04098
Research Summary -0.685** -1.06331
Financial Planning Research -0.21013 -0.1752
Legal 0.35982 0.14268
Managing in Tough Times 1.790*** 0.82425
Adj R^2 0.0443 0.509 0.1173 0.5788
n(Read) 506 506 506 506
n(Used) 485 433 485 433

25. FOR GLOSSARY TERMS
Results

26. Top 13
Glossary Title Date Published
Average
Google Search
Entrances
Average
Page Views
per Week
Periodic Expenses 15-Nov2006 9.43038 11.6582
Bankruptcy 5-Apr2009 2.59494 5.86076
Diversification 19-Feb2007 0.025317 3.5443
Debt Limit (Debt-to-Income
Ratio)
15-Nov2006 2.5443 3.3038
Bond 3-Aug2007 0.164557 2.94937
Durable Power of Attorney 20-Nov2007 0.189873 2.94937
Net (“Take-Home”) Income 15-Nov2006 2.39241 2.94937
Portfolio 15-Nov2006 0.835443 2.78481
Annual Report 14-Nov2006 0.012658 2.65823
Bear Market 14-Nov2006 0 2.51899
Corporate Bonds 22-Feb2007 0.164557 2.50633
Self-Proving Affidavit 17-Apr2007 1.49367 2.49367
Commodities 22-Feb2007 0.012658 2.44304

27. #14-25
Glossary Title Date Published
Average
Google Search
Entrances
Average
Page Views
per Week
Bull Market 14-Nov2006 0 2.41772
Blue-Chip Stock 14-Nov2006 0 2.40506
401(k) Plan 14-Nov2006 0.037975 2.40506
Unused Credit 15-Nov2006 2.05063 2.40506
Broker 14-Nov2006 0 2.36709
Commission 15-Nov2006 0 2.3038
Account Maintenance Fees 14-Nov2006 1.86076 2.26582
Debt Balance 15-Nov2006 1.63291 2.08861
Stock 29-Jul2010 0.037975 2.07595
Growth Funds 15-Nov2006 0 2.05063
Index Fund 15-Nov2006 0 2.05063
Mutual Fund 15-Nov2006 0.0126582 2.01266
Google search one item leads to related items

28. Glossary: Log(Average Hits/Week)
Variable (1) (2)
Intercept 1.33 2.526***
Log(Average Google
Search Entrances) 0.625***
Age of Article (Days) -0.002 -0.00126***
Number of Tags 0.047 0.03788
Adj R^2 0.0416 0.411
n(Read) 505 505
n(Used) 474 239

29. FOR FAQS: DATA INCOMPLETE
Results

30. Implications & Recommendations
• GA is very useful even for a non-profit organization like
eXtension
• SMART Goals
– For conversion rate
– Possible goals: Enrollment in the online courses
• Bankruptcy, Investment for Farm Families,
• Tagging and data
– Messy: Not everyone tags, insonsistencies
• financial_security:_consumer_credit vs. consumer_credit vs.
consumercredit vs. credit
– Important for evaluation
• Factors that matter: Subject matters [non-complicated],
age [-], Google search entry [+], number of tags (+)
• Topics: Simple ones matter too!

31. Where are We Getting the Online Hits?
A Google Analytics Study on Personal
Finance Online Publications in
eXtension
Fahzy Abdul-Rahman
New Mexico State University
2013 ACCI
April 11, 2013